Consultant, Content Strategist JC Media
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4 Ways To Improve Customer Service

30th Mar 2017
Consultant, Content Strategist JC Media
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It can cost anywhere between 4 and 10 times more to gain a new customer versus keeping an existing one. As a result modern customer service goes way beyond marketing and following up. Today's customers have access to more information than ever before and expect to engage with brands before and after the purchase. Here are a few tips to help your company provide better customer service and increase sales. 

Get Personal

Getting personal with your customers is key in an era where many companies use autoresponders and live chat boxes with nameless operators. These tools have their purpose but they aren't always ideal when you're trying to offer more personalized customer service.

Build a personal relationship with your customers by having your staff members use their real names and photos during e-mail communications. This will encourage customers to contact the same representative consistently and allow your employee to offer better service since they will be familiar with the customer's needs.

Addressing concerns on social media in a timely manner is imperative. Studies show that 72% of customers expect a complaint on Twitter to be addresses in one hour. Social media can also be used to add personality to the mix by posting behind-the-scenes and company events photos.

Keep Track Of Your Customers

Software like Salesforce can help you keep track of your customer's name, address and transaction history. Tracking your customers can help you gain invaluable intel about your demographics and buying patterns which can be utilized to offer special promotions or rewards. It can also be used to provide excellent customer service. For example, messaging apps like LiveChat allow you to view the current time in the customer's location. This enables you to add a personal touch by wishing them good morning or good night.

Keep an e-mail list of your customers and segment them into different groups according to their interests. It's possible for a customer to belong to numerous groups. For example, if you own an ad agency, you may have a prospective customer interested in both web design and social media services. As a result you'll be able to send them information according to their interests. Segmenting can be particularly effective if you have an e-mail list.

Offer Transparency

The internet makes it easier than ever for prospective customers to search for information about your service or product. Being transparent on your website and social media channels will allow you to provide accurate information about your services instead of having your customers rely on third party websites.

Customers want to know the details about the company they are doing business with or product they are purchasing. If you are providing a service this may include information about the founders, staff and operations.

If you're providing a product for sale you may want to state where it was produced, the types of material used and even how it will be packaged. For example Baunat explains on its website that jewellery comes packaged in a box with black velvet lining, a guarantee card and a cleaning cloth. Steven Boelens of Baunat explains “Being transparent allows us to inspire trust with our customers and reduces returns since the customer knows exactly what they are getting”.

Ask For Feedback

Reach out to customers via email, phone or survey cards in order to gain valuable feedback. Pay attention to repetitive patterns; if numerous customers offer the same complaint it's most likely a valid one. Divert your company's resources to rectifiy issues that will affect the most number of customers first. Being proactive by asking for feedback and rectifying the situation can also prevent dissatisfied customers from posting on third party review sites.

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